BPA Worldwide, a provider of business media auditing services, on Monday said it will launch a private marketplace (PMP) for its members in the second quarter.
After a month-long listening tour with its business-to-business publisher and marketer members regarding industry priorities, a PMP for B2B brands was identified as an opportunity to offer media buyers greater access to quality data and efficiencies in the digital marketplace, according to BPA President and CEO Glenn Hansen.
BPA says its forthcoming PMP of audited member sites is the only industry-owned, not-for-profit, membership organization comprised of B2B advertisers, agencies, and media owners to provide such a service, according to Hansen. Individual members aren’t able to reach scale on their own to interest technology vendor, says Hansen. But when they band together, BPA's B2B members can have an impact in the marketplace.
Private marketplaces enable interested buyers to purchase media on a guaranteed basis or bid on highly qualified publisher inventory, which commands top dollar. The process is managed in real time, allowing the highest bidder to win the inventory.
“The top reasons publishers don’t currently use programmatic selling are scale, lack of familiarity with the process, and the challenge of establishing independent third-party quality differentiators,” stated Hansen. “The BPA PMP addresses those challenges. Already an established and trusted audit partner, the BPA PMP offers B2B buyers quality audited audiences and an automated way to reach them.”